GroupM strikes SSP deal with Pubmatic

News 11 Mar 2021 - 1 min read

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Tags: Pubmatic WPP GroupM Media investment cookies

GroupM and Pubmatic have stuck a preferred partnership deal. Both sides think it's a win, as publishers get big spend from the WPP-owned investment group, while GroupM has an alternative to walled gardens at reasonable scale.

What you need to know:

Preferred SSP partnership globally.
Both sides think it's a win.

GroupM has struck a global deal with supply side platform Pubmatic. The preferred partnership includes Australia and intends to provide a post-cookie alternative for both advertisers and publishers.

Both parties believe the deal is beneficial: Pubmatic said publisher partners get preferred status regarding billions of dollars of ad spend; WPP gets some transparency across multiple channels and publishers at reasonable scale around the world.

While Google’s latest announcement on third-party cookies and alternative tracking technologies caused alternative adtech stocks to drop, Pubmatic has been making gains since IPO. It reported Q4 revenue of US$56.2 million, a 64% increase year on year.